A California-based pretzel store chain is expanding to Hawai'i — with initial plans for three locations on O'ahu, including one scheduled to open March 21 in the Makai Market food court at Ala Moana Center.

Wetzel's Pretzels, a franchised chain established in 1994, is being brought to Hawai'i by Jimmy Kim, a native Southern Californian with a background in financial management who longed to move to Hawai'i after repeated visits to the Islands as a kid.

Kim, 29, will operate the first store with his wife, Soo, who was previously in marketing with a California fashion shoe retailer.

"We love the beautiful sites, and the people are very nice and welcoming," said Jimmy Kim, who moved here with his wife six months ago.

Kim said future Wetzel's bakeries on O'ahu will be subject to finding attractive real estate opportunities, though he hopes to have three stores open within three years.

Pretzel bakeries haven't taken hold in Hawai'i to the same degree as some other quick-service food eateries have, such as the smoothie, coffee and frozen yogurt franchises that have rapidly expanded in recent years.

Another major pretzel franchise, Pretzelmaker, operates four stores on O'ahu and two on Maui, but there are a significant number of other pretzel franchises on the Mainland.

Wetzel's was founded by former Nestle Co. executive Rick Wetzel — who endured childhood taunts of "Hey Wetzel, you pretzel" — and partner Bill Phelps.

The partners created chewy pretzels with toppings such as sun-dried tomatoes, pesto, cinnamon, ham and pineapple, pepperoni and jalapenos.

Also on the Wetzel's menu are hot dogs wrapped in baked pretzel dough.

Two years ago, private equity firm Levine Leichtman Capital Partners bought the company for $22.7 million.

Expansion in the United States has been limited in recent years. There are 175 stores in 28 states, mostly in California.